WASHINGTON, DC — Mike Brown, operations vice-president for PGI Services (Salt Lake City) is the most recent vending professional chosen to don the renowned Milk Mustache.
Each year, the Milk Processor Education Program (MilkPEP) recognizes an industry leader who has demonstrated a commitment to generating sales of vended milk in innovative ways. As the 2008 designee, Brown will be featured in a National Milk Mustache “got milk?” trade ad, beginning in May.
Recognizing the potential of appealing to customers seeking good-tasting healthy alternatives, Brown devoted six facings of his glassfront drink machines to milk. In sites without glassfront beverage equipment but with food venders, milk was integrated into the fresh-food program.
PGI offers a traditional milk variety – 2% white and 2% chocolate are the best sellers – and rotates such flavors as strawberry, banana and seasonal specialties through the machines to add variety and keep patrons interested. This approach has boosted sales volume in business and industry locations, malls and airports.
Brown also does impressive volume in schools. PGI serves 30 schools in a 20-mile radius around Salt Lake City, and backs up its milk program with foods that youngsters enjoy, such as string cheese and cookies. Chocolate milk in plastic pint bottles sells extremely well, he reported; school volume has doubled in three years, and continues to grow.
“Vended milk is the perfect complement to our product mix in both business and school locations. Milk is now a solid part of our overall business and is consistently a top seller,” Brown said.
He expressed surprise at being honored with the famous Milk Mustache, and said he hopes that PGI’s success with milk vending will help other operators realize that adding it to the product mix can be an effective growth strategy.
MilkPEP marketing vice-president Julie Buric observed that milk is a healthy option that consumers look for in places where there are vending machines. PGI’s experience, she said, “proves that there truly is consumer demand for vended milk, among both adults and kids.”
Information about milk vending and other milk success stories, and a preview of the ad featuring Mike Brown and his milk mustache, may be found at MilkPEP’s website, milkdelivers.org.